The case for a slower website

There is a difference between a fast site and a frantic one. Speed is about loading time; calm is about what happens after the page appears.

Autoplay, pop-ups and sticky banners all compete with the thing the reader came for.

Restraint is a feature

A generous measure, a clear hierarchy and one call to action at a time is a better experience than any amount of motion.

Start by removing something. Then remove something else.